The Silver Lining of Feeling Stereotyped: Increasing Saving Behavior Among Future-Oriented Young Adults

Jin Myoung Kim, Seoul National University, South Korea
Jinwoo Kim, Seoul National University, South Korea
Kyoungmi Lee, Seoul National University, South Korea
This research investigates the interactive effect of stereotype and future orientation on saving behavior of young adults. We found that when young adults high in future orientation (vs. those low in future orientation) thought about negative (vs. positive) stereotypes regarding their meaningful social groups, they chose to contribute larger proportions of their incomes to their individual retirement accounts (study 1). Moreover, future orientation increased saving (vs. spending) intentions of negatively stereotyped individuals only when the individuals strongly (vs. weakly) identified with the stereotyped groups (study 2).
[ to cite ]:
Jin Myoung Kim, Jinwoo Kim, and Kyoungmi Lee (2015) ,"The Silver Lining of Feeling Stereotyped: Increasing Saving Behavior Among Future-Oriented Young Adults", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 793-793.